The event, organised by trade media Marketing Directo with PHD Spain as the main sponsor, was a chance to see presentations by world-class experts on the future of both sectors as well as an enriching day of networking.

PHD Spain MD Oscar Dorda delivered the keynote speech – click here – based on ‘Merge’ and the changing role of the agency and its staff.

Dorda discussing the third stage (the current one) of ‘Merge’:

“We have become constantly connected and leave a pile of data behind us that has an important value. We have a spectacular information pool…and working on a human level is impossible, we need machines.

“The great changes in the agencies will be hand-in-hand with technology and making one-to-one communication possible. Whoever has the ability to implement this first, will have an important competitive advantage.”

To read more of Oscar Dorda’s speech, view this article from Marketing Directo (in Spanish)